Recent issues surrounding racial inequality in the United States have led to direct action in the digital marketing world as well. More and more companies are pausing their Facebook ad campaigns because of the social network’s inaction on discrimination and hate speech.
But this doesn’t mean these tech giants are going to stop advertising, right? How could they without harming themselves? Many of these businesses are instead shifting more advertising towards Google AdWords, which is Google’s advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results.
While AdWords gives brands (big and small) the opportunity to put its business in front of people from across the globe, not all AdWords campaigns are created equal.
While it’s true that elements such as keyword selection and copywriting play a major role in the effectiveness of these campaigns, new tech advances such as machine learning, are allowing these processes to become more automated than ever before.
Through machine learning, you can improve the efficiency of your AdWords campaigns to achieve greater customer acquisition results than ever before.
Improving Creative Output With Responsive Search Ads
Regardless of keyword selection, the copy and headlines you select for an AdWords campaign will have a major influence on whether someone actually clicks on your ad or not.
The problem, of course, is that it can be tricky to deliver the right message at the right time to the right person. A headline and copy that work perfectly in one situation, could fall flat if the same person saw it after a slightly different search query.
Responsive Search Ads
This is where Responsive Search Ads come in. Jerry Dischler, Vice President of Product Management for AdWords, leads the product team for Google’s search ads business, the product and engineering teams for YouTube advertising, and the product and engineering teams for Google’s home-grown sales and support tools.
“Simply provide up to 15 headlines and 4 description lines, and Google will do the rest. By testing different combinations, Google learns which ad creative performs best for any search query. So people searching for the same thing might see different ads based on context. We know this kind of optimization works: on average, advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks.”
Backed by machine learning, a user’s AdWords content will be optimized for a variety of search queries using your target keyword. The result is more clicks and more conversions.
Optimizing Your Budget With Smart Bidding
Balancing a budget that delivers results without spending too much money is a big challenge for many AdWords campaigns, but machine learning now lets marketers optimize their budgets through Smart Bidding. – Read more